Turtle Wax, a global name in the car care industry, entered the Indian market this year. With its aggressive plans and the ongoing demand for car care products, the company aims at becoming one of the largest care car product suppliers in Doing It Yourself (DIY) segment, besides, establishing a strong presence in Do-It-For-Me (DIFM) space.

According to Sajan Murali Puravangara, Country Manager and Director, Turtle Wax India, the car care industry is an integral part of the automotive industry, and changing buying preference from the mileage, and low maintenance to aesthetics, safety, comfort and features are fuelling demand for car care products.

“India has been witnessing good growth in car sales in last decade, whereas in the last five years, we see traction in the car care industry on account of changing trends or reasons to buy a car. In recent years, the way people look at the car has changed. They buy cars for the looks and features, and that also led to an interest to keep their cars new, tidy and clean; this is bringing demand for car care products. The interest is also coming from the mass car segment. In the last two years, we are getting the indication that the car care industry will be the next sunshine industry in the future,” explained Puravangara.

Turtle Wax, a family-owned company, has been in the car care business for nearly 75 years and operates in over 120 countries. Before establishing its third subsidiary in India, the company has been operating with two subsidiaries- the US and Europe.

India has a population over 1.3 billion and only 22 people out of a thousand own car, while in the US and UK, 980 and 850 per 1,000 individuals have a car, respectively. The massive headroom for the car segment in the next one-and-a-half-decade will trigger further growth for the car care segment in the long term, opines Puravangara.

According to a research report, the current car care industry in India is slightly less than one billion USD and expected to reach $1.44 billion in 2027. Explaining the growth factors, the report says, people usually keep their cars for more than seven years in India, and hence car care products are being increasingly used to restore the paint and for detailing and interiors. Along with this, many car care product manufacturers from Europe and North American markets have their presence in India through e-commerce websites and strong dealership networks. The same report adds that by 2027, the interior car care product segment will be around of $0.73 billion, while the exterior car product market will grow to USD 0.7 billion.

Consumer behaviour, cheap labour, and lack of necessary know-how make the Indian car care industry more challenging for the companies to operate in the DIY space.

In western countries, cars are a part of the family, and family members take basic care. In the US and other developed countries, the DIY segment is about 80 percent of the total car care industry; however, in India, it is of around 30 percent. “In countries like India, due to the hectic work schedule and cheap labour, DIFM dominates in the car care segment. There is always a third person to take basic care of cars in India. Coupled with this, the know-how is fairly lower in India when it comes to basic things such what wax can do to your car and what are the ways to protect cars’ interior and exterior,” Puravangara said.

However, the pandemic in the last eight months has proven useful for the car care segment. “We have seen momentum in the DIY business in the last six months. Since people have been at home, they have a lot of time at their disposal. They find time to take care of their cars. We are also seeing people are increasingly enquiring on different social media platforms on how to take care of their cars and sharing other issues,” he said.

As a part of the strategy to penetrate its products, the company will heavily focus on educating consumers on primary car care and the company’s products. “Being a global leader in the car care industry, it is our top priority to educate people on car care, know-how and our product usages and benefits.”

In the next three to four months, the company will start campaigns on social media channels. The campaign will invite consumers with their queries or to share their experience and issues.

“The company will also bring out videos on how to use our products and use the social influencers on YouTube and Instagram,” Puravangara said.

Though India is seeing a growing number of women behind in the wheel, the car care industry is yet to consider women as their potential customers. However, Turtle Wax understands the role of women in the overall automotive industry and expects the growing number of women car owners evidently will reflect in the car care industry.

To widen its customer base, the company will also promote the car wash as a family celebration where family members will take participate in washing, cleaning and taking care of the car. “Washing and cleaning cars is a family affair in many countries, and therefore the company will be promoting the same in India as well,” added he.

However, external factors that also possess further challenges for car care products. Considering vast territories, different weather, pollutions and scarcity and quality of water put car care product performance under severe pressure. Keeping the external challenges in mind, the company plans to bring in products that are suitable to the Indian markets.

“A larger challenge is not only the availability of water but the hard water which leaves marks on the car. Coupled with this, extreme temperature and dust and pollution affect the car. We are bringing in the products that will take care of cars in the Indian environment. We have asked the company to make products suitable for the Indian market,” said the executive.

Currently, the company offers the products required to clean, shine and protect the car inside out. The product portfolio includes shampoo to clean, wax to shine and various interior cleaners in the form of foam and liquid to clean the interiors of the car. It also offers various speciality products like trim restorer, chrome polish, headlight lens restorer, Odor-X Odor removing solutions, etc. to address specific car care requirements. Turtle Wax also has a ceramic coating that has 10H hardness which gives the high gloss, ultra-hydrophobicity, extreme chemical resistance, UV protection and easy cleaning properties. The company plans to bring in graphene-based ceramic coating solutions, which is the new technology in the car care industry.

The company is planning to bring 75th-anniversary Ceramic Paste Wax in Q1 2021, and will also introduce windshield washer fluid shortly in India. Other products from the company for the India market include all-metal polish that polishes all metal surfaces of the car’s exterior; Glass cleaner to keep the glass streak-free during the ride; ClearVue Rain Repellent that helps get better visibility during the monsoon rains; Trim Restorer since the Trims fades here in India more than the rest of the world and Windscreen washer fluid to remove the dirt and grime from the windshield glass.

The company will also introduce waterless washing products that cater to areas where water is scarce. The company’s waterless wash and wax has advanced polymer technology that lifts dirt to prevent starching, while the enriched wax gives a shiny and protective finish. Its rain repellent formula prevents watermarks and extends time in between cleaning.

The company will also bring in its Turtle Wax Hybrid Solutions ICE Seal N Shine, premium car paint sealant. The ICE Seal N Shine gives the car a layer of super-hydrophobic silicone for up to six months of protection against streaks, scratches and swirls.

To set up its network, the company will go through a distribution route and for which it has selected 23 cities, which have larger car density. Turtle Wax India is appointing own distributors in these cities who will take care of retailers and workshops. It has also identified another 48 towns in which it will supply products to dealers who will provide the products in the respective markets.

“We will have our main presence in all metro cities including Chennai, Hyderabad, Bangalore, Delhi-NCR, Kolkata, Pune, Mumbai, and additional upcoming cities like Ahmedabad, Coimbatore, Cochin, Surat etc,” he added.

The company plans to have about 10,000 outlets by the end of next June. Turtle Wax India has also set up the car care studios in Pune, Bangalore and New Delhi. The studio will be not based on a franchise concept; instead, it will be a co-branded activity. “We provide our products and branding support, but the studios also keep their brand identity,” he said. The company also has plants to have such studios in its 23 cities.

Puravangara declined to share the current revenue and future commercial targets but said sales numbers are increasing with each passing month. Currently, the company is importing its products from global subsidiaries, but he said the company will have a look into setting up local production capabilities. “The way it is going, we will have to do something locally as well. I don’t think we will be able to manage (the demand) with our global support when the demand goes up,” he said.

The company is looking for an option of re-packaging under which it will get bulk products and repack for the domestic market. “We will also see if some India oriented products will be manufactured here, completely. Those options are quite open,” he added.

Many Indians are using hair shampoo sachets to wash cars. When asked whether the company is looking to introduce car wash shampoo in sachets, he said it will not look into sachet option but will be looking to have a bottle of 100 to 200 ml. “We are still looking at those options of small bottles, but per wash, cost increases with smaller bottles,” he added.

Talking on the challenges, he said, it is on finalising the complete product portfolio that suits to the rapidly changing requirements of the Indian market. “We need to keep reinventing on products to be a leader in the market,” he concluded. (MT)

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Blue Ocean Corporation, a globally recognised leader in supply chain consulting and training, is strengthening its engagement with India's evolving economic landscape through a significant strategic appointment. The company has welcomed Pushpinder S Puniha, a distinguished figure who chairs the Consultative Group on Tax Policy at NITI Aayog, to its Advisory Board. This move is designed to create a powerful synergy between high-level policy expertise and practical industry application.

Puniha’s arrival coincides with a period of profound structural change within the Indian economy, where modernising supply chains, implementing tax reforms and executing policy-driven initiatives are central to national progress. His deep expertise in fiscal governance and public policy will equip Blue Ocean with critical insights, enabling the firm to precisely align its consulting, training and capacity-building programmes with the country's development goals. This collaboration not only accelerates Blue Ocean’s expansion within India but also solidifies its commitment to cultivating a robust supply chain ecosystem and a highly skilled workforce. The appointment acts as a strategic bridge, connecting the government’s economic vision with global professional standards.

By integrating thought leadership from India's premier policy institution, Blue Ocean ensures its services directly support national campaigns such as Make in India and Skill India while remaining forward-looking and relevant. Puniha’s recent participation at the company's International Procurement and Supply Chain Conference in New Delhi underscores this shared mission to merge international best practices with India's ambitions for sustainable growth. As an Indian-owned multinational, Blue Ocean is actively broadening its domestic footprint with new offices in Tier 1 and 2 cities. Puniha’s advisory role is anticipated to be a catalyst in this expansion, reinforcing the corporation's position as a key partner in India's journey towards becoming a USD 5 trillion economy and a global hub for talent.

Sourav Ganguly, Member of Board at Blue Ocean Corporation, said, "Having worked with Puniha earlier at the BCCI, I know the value he brings through his expertise and professionalism. It is a privilege to work with him again at Blue Ocean, where his presence on the Advisory Board will help us drive our future growth and impact."

Puniha said, "At Blue Ocean, I see a strong commitment to aligning global expertise with India’s economic priorities. Together, we will drive initiatives that build skilled talent and strengthen India’s position as a global supply chain hub."

Dr Sathya Menon, Group CEO of Blue Ocean Corporation, said, "India is positioning itself as the world’s supply chain hub. Puniha’s expertise will strengthen our India strategy and make our initiatives more impactful."

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Shailesh Chandra, the Managing Director of Tata Motors Passenger Vehicles & Tata Passenger Electric Mobility, who is also currently the President of the Society of Indian Automobile Manufacturers (SIAM), has been elected the new President of the Organisation Internationale des Constructeurs d’Automobiles (OICA), effective 1 November 2025.

This makes Chandra the first Indian to lead the global federation, succeeding John Bozzella of the USA.

Founded in 1919, the OICA represents 36 national associations of motor vehicle manufacturers worldwide, focusing on issues of mobility, environment, safety, and economy and promotes harmonised technical regulations through the United Nations.

“It is an honour to become the first OICA President from India, which is highlighting the organisation’s global representation. As the global automotive industry transitions towards sustainable mobility and pursuits ‘Net Zero’, in alignment with the visions of Governments worldwide, the role of OICA becomes increasingly critical – to acknowledge the diversity of every region, as we collectively strive to make our vehicles more aspirational, safer and environmentally friendly,” said Chandra.

Chandra's background includes over two decades of automotive experience with Tata Motors, where he is credited with turning around the passenger vehicle business and spearheading the electric vehicle segment in India. He holds a Mechanical Engineering degree from IIT Varanasi.

On the other hand, Hildegard Muller, President of Germany's Verband der Automobilindustrie (VDA), was elected OICA's Vice President. Her appointment recognises her leadership within Europe's automotive sector and her experience in industry and government, which includes serving as a former Minister of State to the German Chancellor. Muller has led the VDA since 2020, navigating the German automotive industry through challenges related to electrification and global trade.

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The Society of Indian Automobile Manufacturers (SIAM), the apex body representing the automakers in India, recently organised the Automotive HR & Skilling Conclave 2025 in Chennai, Tamil Nadu, on 31 October 2025.

The event, themed ‘Accelerating Ahead: HR and Skilling for the Future of Mobility’, focused on the evolving landscape of human resources and skill development within the mobility sector.

The conclave saw participation from government officials, Chief Human Resources Officers (CHROs) of automotive firms, HR specialists and academics. Key sessions addressed topics including ‘Driving Industry Readiness: Aligning Talent, Skills & Business Goals’ and ‘Healthy, Inclusive & High-Performing: The New Workforce Mindset’. These discussions aimed at shaping a workforce ready for the future, strengthening industry-academia links, and fostering progressive work cultures.

C V Ganesan, Minister for Labour Welfare & Skill Development, Government of Tamil Nadu, observed the significant role of HR leads. He said, “HR leaders of auto companies have greater responsibilities, as they need to take care of thousands of skilled professionals working for their organisations.”

K Veera Raghava Rao, Secretary, Labour Welfare & Skill Development, Government of Tamil Nadu, highlighted the need for appropriate skills, stating, “There is a need to ensure that we have appropriately skilled people to support the ever-evolving technological landscape and to ensure that the investments made by companies are sustained.”

Industry leaders stressed the sector’s contribution to the economy and employment. Dr. Natwar Kadel, Chairman, SIAM Human Capital Group, and Vertical Head- People Strategy, Hyundai Motor India, said, “HR leaders of Auto Industry have a responsibility to ensure we continue to unlearn, relearn and innovate ourselves in a sustained manner.”

Focusing on investment in future talent, Prabhu Nagaraj, Co-Chairman, SIAM Skilling Group and Operating Head - Corporate Affairs, Honda Motorcycle and Scooter India, commented, “Investing in skills today is the key to building a strong industry tomorrow. Let us continue to collaborate, innovate, and invest in our people, because the future of mobility will be built not just in factories, but in classrooms, workshops, and training centres across India.”

Madhuri Mehta, Co-Chair, SIAM Human Capital Group and CHRO, Hero MotoCorp, said, “Auto Industry needs to evolve itself to meet the expectations of the Gen-Z as they integrate into this Industry.”

Senior HR personnel from companies including Ashok Leyland, Hyundai Motor India, Mahindra & Mahindra, Royal Enfield and Tata Motors also contributed insights during the event.

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The ADAS Show, touted as one of India’s major automotive future mobility events, has been rescheduled to 12 February 2026 from the originally planned 12 December 2025.

The postponement has been due to the prolonged heavy rains in the Pune region, which have hampered the completion of the ADAS TEST CITY infrastructure.

The event will be held at the ADAS TEST CITY within ARAI’s Mobility Research Centre in Takwe, Pune, which is a proving ground designed for the validation of Advanced Driver Assistance Systems (ADAS) and autonomous vehicles. Organisers noted that achieving the required precision for the track surface and infrastructure before December 2025 was not possible despite continuous effort.

The show, organised by Aayera, will feature live ADAS testing demonstrations by ARAI using its instrumentation. The event will also see automakers, Tier-1 suppliers and technology innovators showcase their solutions at India’s first ADAS smart city.

Syed Fareed Ahmed, Director, Aayera, said, “This extended timeline opens doors for expanded collaborations with global ADAS and autonomous technology companies, offering a larger and more robust platform for live track demonstrations, product launches and international partnerships.”

What’s more, Israel-based Foresight Automotive has also confirmed its participation at the event, where it showcases its solutions designed to provide accurate, real-time detection in complex environments for both commercial and passenger vehicles.

It will present its perception capabilities using live camera streams from both visible-light and thermal cameras. The demonstration will focus on generating depth maps and high-density 3D point clouds, which supply detailed spatial information to enhance obstacle detection and segmentation.

The company states its scalable platform is built specifically for India’s diverse conditions, from heavy urban congestion to rural roads and varying weather, supporting current Advanced Driver Assistance Systems (ADAS) needs while enabling future vehicle automation.

Annat Himmel, Vice-President of Research and Development, Foresight, will participate in a panel discussion titled ‘ADAS for the Indian Market – From Premium to Mass Adoption’ on 12 February 2026.

Oren Bar-On, Co-Chief Executive Officer, Foresight Automotive, said: “ADAS Test City provides an important platform to showcase how advanced perception technology can enhance road safety in India. We are excited to demonstrate how our 3D perception solutions not only support today’s ADAS capabilities but also lay the groundwork for the next generation of autonomous vehicles, unlocking safer and smarter mobility for the future. Foresight looks forward to strengthening collaborations with Indian OEMs, Tier-One suppliers, and technology partners to support India’s growing ADAS ecosystem.”

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